An Extended Method to Measure Overall Consumer Satisfaction with Packaging

Abstract

There are several reasons why people find it troublesome to use and handle consumer packages. The European Committee for Standardization recently suggested a technical specification (TS) regarding packaging and ease of opening. The present study has expanded the procedure by including consumer satisfaction measurements in two steps and engaging panels comprising two separate age groups. The expanded method, which used six different packages as test objects, engaged 75 panellists, 40 in the older group (65–80 years) and 35 in the younger group (25–40 years). The expanded method not only included the same operations as described in the TS but also included panellists who graded each handling element separately on a ‘smiley’ scale, along with feedback for their grades and an overall judgement of the package handling. The grading feedback differed between the two groups. The younger panellists mainly noted issues that were not connected to openability, while older panellists noted openability as the most influential factor. Further analysis revealed that openability was also a key issue for the younger panellists, despite their claims to the contrary. Satisfaction was the most critical TS element for describing a package as being easy to open. Copyright © 2014 John Wiley & Sons, Ltd.